Amazon lets Apple feel the burn with Kindle Fire ad

Boom. Amazon just hit Apple hard. Front and centre on the ecommerce giant’s homepage is an advert featuring the new iPad mini. Except it’s not quite what you’d expect.

To be fair, it’s more of an ad for Amazon’s seven-inch Kindle Fire HD than Apple’s latest offering. The Gizmodo quote calling the Cupertino-based giant’s 7.9-inch display, which has fewer pixels than the competing seven-inch options, “ballsy”, sets the tone.

Amazon then launches into a direct comparison, concentrating predominantly on the screen, but also mentioning the Kindle Fire HD’s stereo speakers and MIMO Wi-Fi.

Taking on the world’s biggest company with that kind of ad, after you’ve just announced a US$274-million loss on US$13.8-billion in sales? Now that’s ballsy.